Introduction
Vibrant, exciting, attractive. These days many people can't imagine not visiting the South Bank. For Londoners it is the perfect place for a Sunday stroll, a spot of boutique shopping or an injection of culture at the numerous theatres, cinemas and galleries. For visitors to the capital, the South Bank is simply a 'must-do' on the itinerary.
It has not always been like this. South Bank Employers' Group has worked hard to promote the area, to create a brand and identity for it, to encourage visitors and to make it an attractive place to visit. The achievements section explains how branding, public art, transport and marketing initiatives have turned around perceptions of the South Bank.
These days South Bank welcomes over 17 million visits every year. The focus of our work now is on:
- increasing visitor dwell time and spend;
- effectively managing visitors to the area via signage, wayfinding and information provision; and
- spreading the benefits of tourism from the riverside back into the wider Waterloo area.
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